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New Brunswick Tourism Indicators Summary Report 2012 April 2013 New Brunswick Tourism Indicators Summary Report 2012 April, 2013 New Brunswick Tourism Indicators Summary Report 2012 April 2013 New Brunswick Tourism Indicators Summary Report 2012 April, 2013 Published by: Province of New Brunswick P.O. Box 6000 Fredericton, New Brunswick Images: Department of Tourism, Heritage and Culture, New Brunswick, Canada 9290 Table of Contents Preface . 1 Appendix A: New Brunswick Tourism Indicator Definitions . 17 2012 New Brunswick Tourism Season Summary . 2 Accommodations Occupancy Indicators . .17 The Importance of Tourism in the New Brunswick Economy. 3 Attractions Attendance Indicators . 18 Visits in New Brunswick. 5 Appendix B: Quarterly Visits . 5 Statistics Canada Travel Surveys . 21 Monthly Domestic Visits . 6 Visits and Visitor Spending Estimates . 21 Trip Reasons . 6 Appendix C: Mode of Transportation . 7 New Brunswick Travel Market Summary - Domestic . 22 United States Border Crossings . 8 Appendix D: New Brunswick Travel Market Summary - International . .25 Airport Passengers. 8 Cruise Calls. 9 New Brunswick Accommodations . .10 Provincial Park Campgrounds . 13 Attractions Attendance . 14 Provincial Visitor Information Centres . .16 Preface The New Brunswick Department of Tourism, Heritage and Culture collects and reports on a monthly basis provincial tourism indicators such as accommodation occupancy, provincial park campground occupancy, provincial visitor information centre counsels, and attraction visits. The Department is also a partner in Statistics Canada’s core travel surveys, to provide estimates of visitor spending and the volume of visits in New Brunswick. Note that 2011 is the most recent reference year available from the Statistics Canada travel survey data. Further, no direct comparisons to previous years are possible due to methodological changes in the 2011 domestic travel survey (the Travel Survey of Residents of Canada). For more information on Statistics Canada’s travel surveys and the 2011 changes, please refer to Appendix B: Statistics Canada Travel Surveys. This year-in-review report summarizes all of these tourism indicators, to inform business planning for tourism development projects and marketing activities. 1 2012 New Brunswick Tourism Season Summary New Brunswick’s primary tourism markets carried forward many of the same economic challenges from 2011 into 2012. Consumer confidence was as low leading into the 2012 tourism season as it was in the recession year of 2009. Unlike 2009, the Canadian Dollar remained on par with the U.S. Dollar in 2012 and added to the relative travel costs favouring American and other international destinations at the expense of Canadian trips. Along with increased Canadian duty-free allowances in the summer of 2012, these factors further incented Canadian trips across the border. The Tourism Industry Association of Canada also outlined a number of structural issues related to access, infrastructure, and marketing investment for Canada’s tourism sector in their Fall 2012 Special Report1. New Brunswick saw a slight increase in visits of one or more nights in 2012 over 2011, and visitor spending was projected to increase by nearly four percent (3.7%)2. The increase in visitor spending was due in part to increasing travel costs in the province (for example, fuel prices). New Brunswick retained overnight stays by visitors from outside of the province, with non-resident accommodation room night stays declining by less than one percent, and stays by U.S. and other international residents increasing by four percent. The overall three percent decline in accommodation room nights sold in New Brunswick was mostly due to the six percent decline in sales to New Brunswick residents. A similar trend was observed in provincial park campgrounds, with the one percent decline in campsite nights sold mostly due to the seven percent decline in New Brunswick residents travelling beyond their local area to camp in provincial parks. By contrast, New Brunswick attractions saw increased attendance from New Brunswick residents, along with increased visits from U.S. and other international residents. Overall, New Brunswick attraction attendance declined by three percent. The hot, dry summer of 2012 was another contrast to the rainy 2011 tourism season in New Brunswick, but the sweltering heat diminished visits to tourism attractions in the province. 1 Tourism Industry Association of Canada (Fall 2012). The Canadian Tourism Industry: A Special Report. http://tiac.travel/publications.htm 2 Conference Board of Canada (2012). Travel Markets Outlook – Autumn 2012. http://www. conferenceboard.ca/e-library/abstract.aspx?DID=5220 2 3 The Importance of Tourism in the New Brunswick Economy Tourism is critical to New Brunswick’s culture, heritage, arts, recreation, and entertainment industries, Shopping / Conferences & Conventions and it also contributes significantly to New Brunswick’s service industries including transportation and Retail Business Recreation / Shopping 1% travelling services, accommodations, and food and beverage services. Accommodations Personal Entertainment 6% 5% 9% 4% 4% These industries comprise the tourism sector. In 2011, 32,700 employees worked in the tourism 24% 3 sector, representing 8.4% of New Brunswick’s labour force . The majority of these employees in Groceries New Brunswick’s tourism sector were employed full time, while 29% worked part-time. Across New 10% Brunswick, there were 2,984 tourism sector business locations in 20104. Vacation VFR 35% 49% Visits in the province of New Brunswick in 2011 contributed an estimated $1.3 billion in tourism-related spending on accommodations, restaurants, shopping, travel, and travel activities5. Non-resident 20% 19% visitor spending was estimated at $692 million in 2011. The total impact of this visitor spending on Vehicle Operation / Fuel provincial GDP has been estimated at $863 million, representing 3.2% of provincial GDP (see Table 1)6. This estimated tourism share of provincial GDP ranks with the combined 3.2% share that the primary Restaurants 14% industries of agriculture, forestry, and fishing represent in the New Brunswick economy. Transportation 6 This economic activity sustained an estimated 21,967 full-time equivalent jobs (FTEs) in 2011 . New Figure 1: Categorized 2011 non-resident visitor spending Brunswick jobs sustained by tourism extend beyond the tourism sector itself, as tourism demand must in New Brunswick on visits of one or more nights. Source: also be supplied by New Brunswick’s retail and manufacturing industries. Statistics3,000 Canada, New Brunswick Department of Tourism, 000’s Visitor spending also benefited New Brunswick’s provincial and municipal governments through Heritage and Culture 2009 2010 estimated tax revenues of $122.5 million and $20 million, respectively, in 20116. This allows for further investment in culture and recreation facilities that benefit the residents of New Brunswick, and 2,500 provides incremental funding to support education, health care, and other vital programs. 2,000 old chart Rented Automobile 6% 1,500 Commercial Airline 8% Private Automobile 81% 3 Source: Canadian Tourism Human Resource Council RVs 1% 1,000 4 Source: Statistics Canada Business Register (June 2011). Location counts are of active businesses within the 29 Bus 2% industry groups that are part of the Canadian Tourism Satellite Account, and have corporate income tax (T2) accounts and GST accounts with annual gross incomes exceeding $30,000. Other Other 2% 500 New England 5 Source: Statistics Canada (2011). Travel Survey of Residents of Canada, and International Travel Survey States United States 6 Source: New Brunswick Department of Tourism, Heritage and Culture 0 Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas 2 3 Canada Canada States 2009 2010 400 000’s Q1 350 Q4 187,000 old chart 261,700 300 268,200 Q2 250 200 150 832,300 100 Q3 50 0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec New Brunswick Tourism Economic Indicator 2011 Total visitor spending $1,337,911,245 Non-resident visitor spending $692,464,850 Tourism GDP $862,612,582 % of Provincial GDP 3.2% Employment Total tourism sector businesses 2,984 Total tourism sector employment 32,700 % of provincial labour force 8.4% FTEs sustained by tourism 21,967 Government revenue attributable to tourism Federal taxes $195,385,940 Provincial taxes $122,497,530 Municipal taxes $19,817,551 Table 1: Tourism sector employment and economic measures. Source: Statistics Canada, Canadian Tourism Human Resource Council, New Brunswick Department of Tourism, Heritage and Culture 4 5 Shopping / Conferences & Conventions Retail Business Recreation / Shopping 1% Accommodations Personal Entertainment 6% 5% 9% 4% 4% 24% Groceries 10% Vacation VFR 35% 49% 20% 19% Vehicle Operation / Fuel Restaurants 14% Transportation 3,000 000’s 2009 2010 2,500 2,000 old chart Rented Automobile 6% 1,500 Commercial Airline 8% Private Automobile 81% RVs 1% 1,000 Bus 2% Other Other 2% 500 New England States United States 0 Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas Visits in New Brunswick Canada Canada States In 2011, New Brunswick welcomed an estimated 3 million visits of one or more nights Quarterly Visits from New Brunswick residents on out-of-town trips, from other parts of Canada, Quarterly non-resident overnight visits to New Brunswick reflecting the seasonality from the United States, and from overseas (see Figure 2). 2009 2010 of New Brunswick tourism in 2011 are depicted in Figure 3.400 000’s 3,500,000 Q1 350 Q4 187,000 old chart 3,000,000 261,700 300 Q2 2,500,000 268,200 250 200 2,000,000
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